The concept for Harajuku Lovers revolves around the Shibuya, Tokyo area of Harajuku and the four “Harajuku Girls,” Gwen Stefani’s Japanese back-up dancers and entourage (Love, Angel, Music, and Baby).

Unlike Stefani’s other fashion line, L.A.M.B., launched in 2004, which aimed for a more mainstream demographic. Harajuku Lovers instead tends to focus specifically on “Kawaiiness” made famous by the streets of Harajuku in Japan. Kawaii depictions of Stefani and her dancers are common features of the products as is the kanji (Harajuku) logo.